Disney Consumer Products-Marketing Nutrition to Children Harvard Busniess Case Study

1. Marketing nutrition to children
Case study

3. 1928
Mickey Mouse was
created

4. 1937 1940 1941 1942

5. 1989 1991 1994

6. 1954
DISNEY FIRST TELEVISION PROGRAM :
“WONDERFUL WORLD OF DISNEY’’

8. 1971
“WALT DISNEY WORLD” in honor
of Walt Disney by his brother “Roy”.
1966
Walt Disney died

9. 1987
First Disney Dollars Sold At Disneyland

10. Purchased : ABC Company
Cost : $19 Billion
ABC
Company
10 TV
Station
21 Radio
Station
7 Daily
Newspaper

13. Media Network
Park And Resorts
Studio Entertainment
Consumer Products

15. Obesity Epidemic
30% American Children
Between Ages Of 5-9
Were Overweight And
14% Are Obese

17. CAUSES OF OBESITY

18. Demands of
Children
--------
--------
Willingness
of their
parents to
buy

19. IOM’s NUTRITIONAL GUIDELINES

20. DISNEY FACED
CRITICIS
M
AS IT
CONTRIBUTED
TO THE
OBESITY
EPIDEMI

22. DCP Experienced
10-15% Declines In
Sales In The U.S. And
Japanese Markets.

23.  Get children to switch from
sugary, processed foods to a
more nutritious diet
 Food industry’s responsibility
in this controversial space
 Packaging to inspire product
sampling

24. MARKETING
NUTRITION
TO KIDS

27. New
addition
to the
portfolio
Main
Meal
Side
Dish
Snacks
Drinks
and
Treats

29. 41%
15%
9%
7%
28%
%of portfolio
Products met nutritional guidelines for
category
Product classified as occasional treats-
exempted from nutitional guidelines
Products out of compliance but able to
meet guidelines after adjustments
Products out of compliance-to be
reformulated
Products out of compliance-to be
phased out
Recommendations for Disney-
branded Foods after Nutritional Audit

30. Adopted 3 approaches
1. Retaining essential food
products.
2. Fun, healthy food.
3. Make packages more
appealing.
The Rest 59%...

31. Retaining essential products
like milk and soup

32. Bringing nutrition to children.
Healthy food and fun imaging puzzles and child-engaging fun quotes

34. The Lunch Box

35. Imagination Foods
• Imagination Foods, fresh Fruits and
vegetables retailer.
• Disney collaborated with Imagination Foods
via Licensing
• They had a three-ponged development
strategy:
Product differentiation
Create value-added products
Exclusive produce varieties.

36. • Disney also aligned with Kroger, biggest grocery retailing company.
• Established DTR relationship with it for an exclusive line of Disney-
branded products.
• With the help of Kroger, DCP launched Disney Magic Selections.

38. Competition
• Nickelodeon collaborated with
Green Giant in the race for
providing nutritional food to
children.
• Nickelodeon being the biggest
competitor to Disney.

39. Commodity Produce Entertainment Channels
Competition

41. “We Expect Competition, But We Believe We Can
Beat The Competition Because Even If They
Develop And Match Our Nutritional Standards,
They Cannot Access Disney Magic.
-Embola Ndi, Vice Presdent, Product Development

42. •Pricing & Value
•Legacy
•Competition
•Growth & Distribution

43. .STRENGTHS
Highest earning
animation studios.
Have good reputation.
Good brand image
Collaboration with big
retailers
Diversified company
WEAKNESS
Does not have its
own
manufacturing unit
for DCP
Criticism from
activists, parents
regarding obesity
epidemic
THREATS
Other companies,
competitors.
Food products do
not have that much
nutritional value
High expectations
from parents
OPPORTUNITY
Established a good
brand image, which
helped with moms
Disney characters’
popularity.
Leading licensors of
character

47. Harvard Business Case Study